Lane Bryant Unveils New Branding, Marketing Effort

Columbus, OH—Lane Bryant has a new owner, Ascena Retail Group. But that’s not all that’s new at the 687-unit specialty store that caters to plus-size women.

Next month, Lane Bryant is rolling out its new national marketing and brand initiative beginning with a comprehensive print ad campaign, a new brand logo and color palette, with updated in-store visuals, web and social media sites. The campaign, entitled “Fashion, Fit Right,” will be the company’s first comprehensive branding and marketing effort since 2008. The rebranding also includes Lane Bryant’s exclusive intimate apparel brand Cacique.

The new branding effort and fall campaign speak to the latest on-trend Lane Bryant and Cacique fashions, while bringing an emotional connection to the imagery. Product features showcase proprietary designs around key fall trends as well as exclusive technology for superior fit and fabrication, such as with the new Genius Fit denim launch.

“We are thrilled to unveil this new chapter in the Lane Bryant story to our customer,” says Liz Crystal, Lane Bryant’s chief marketing officer. “Our new brand image combines fashion and fit in a relevant way to her lifestyle. We continue to evolve with her, knowing she loves fashion and the latest trends, demands the best fit and function, and wants to feel sexy, confident and happy.”

Featured in the campaign are some of the plus size industry’s most notable models, such as Ashley Graham (Full Figured Fashion Week’s Model of the Year), Marquita Pring, Robyn Lawley, and Candice Huffine. The images, shot by fashion photographer Alexi Lubomirski, signal a major shift for Lane Bryant, focusing on fashion first then leveraging candid and personal lifestyle imagery to illustrate that there isn’t just one type of Lane Bryant woman.

The new brand logos, color palettes etc will be part of an integrated campaign that includes an updated website (www.lanebryant.com) and social media platforms and a complete rebrand of all store merchandise and marketing elements.

 

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